Silk Leverages the Power of YouTube
Posted: April 1, 2010 | Amanda Fildes
With many people trying to understand how YouTube can be used to market products and services, it is great to see Silk Soy Milk leverage the channel in an innovative and interesting way.
The campaign starts with an interactive trivia game that leverages YouTube’s new “deep link annotation” functionality. This keeps users in the Silk branded environment as they progress through the game. Silk also leveraged YouTube’s promoted video. This allows marketers to code videos with keywords to make them easier to find in YouTube’s search. (It is also interesting to note that promoted video is being offered on a cost-per-click basis – much like Google ad words.) Silk is using print ads with quick response (QR) codes to encourage mobile participation.
Understanding how consumers interact with a channel is key to successfully leveraging it. Consumers come to YouTube to be entertained and Silk hits the mark with this fun and imaginative game.
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